■向“妖魔化”宣战，东莞欲以15秒形象宣传短片，为自己正名 S to"demonizing"A declaration of war,Dongguan for 15 seconds image propaganda film,For his name

　　■新年伊始掀宣传浪潮，短片登陆高铁大车站及京穗各大影院

S: at the beginning of the New Year off wave of publicity,Ear clips on high-speed railway station and Beijing each big theater

　　东莞曾被人称为“性都”、“血汗工厂”、“东方斯巴达”。这些妖魔化的名号，让东莞人很委屈。

Once known as dongguan"Sex is"/"sweatshops"/"Oriental Sparta".The demonization,Dongguan people very grievance.

　　如今，一条时长15秒，包含可园、篮球赛事、知名企业家等“东莞元素”的城市形象宣传短片，正在广州南站、长沙南站等全国多个高铁站场以及电影院线放映，为东莞“正名”。另一部由王志东、易建联等名人参演的宣传片《Hello，东莞》，也正在拍摄制作当中。

now,A 15 seconds long,Within the park/The basketball game/Well-known entrepreneurs, etc."Dongguan elements"The city image propaganda film,In guangzhou south station/Changsha south railway station, such as multiple high-speed-train station and cinema,To the dongguan"justify".Another by Wang Zhidong/Yi jianlian celebrities such as in video[Hello,dongguan],Also is under production.

　　有专家指出，成功的城市品牌形象，等同于城市的“金字招牌”，目前东莞正处在转型升级阶段，城市形象应该二次定位和提升，此类软性、硬性传播，能让东莞的城市形象得到提升。

Some experts pointed out that,Successful urban brand image,Is equal to city"signboard",Dongguan is now in the phase of transformation and upgrading,The image of the city should be secondary positioning and promotion,This kind of soft/Hard to spread,To dongguan city image promotion.

　　

被扣“屎盆子” Was held"lavatory"

　　爱老婆就别去东莞？ Love wife, don't go to dongguan?

　　东莞是如何被妖魔化的，通过一些网帖可见一斑。

Dongguan are demonized,Through some posts.

　　去年在天涯社区、百度东莞吧等网站，均出现了一组标题为《东莞××中学一女同学被多名女子殴打(转载)》的帖子，其中贴出了近十张场面令人难受的照片，引起众多网民围观。羊城晚报记者随后搜索查明，照片上的事并非发生在东莞，而是新华网等媒体公开报道发生在安徽望江县的事情。

Last year at the end of the world community/Dongguan on sites such as baidu,Are a set of headline[Dongguan xx middle school a female classmate beaten by many women(reproduced)]The post of,One posted nearly ten scenes pictures of unpleasant,Cause many netizens onlookers.Yangcheng evening news reporter then search to find out,In the photo is not happen in dongguan,But xinhua and other media reported in anhui wangjiang county.

　　此外，曾有网友发出一组东莞有人制作“人体面包”的照片，后来被证实事情发生在国外。

In addition,Have net friend send someone made a group of dongguan"The body of bread"Photos of the,Turned out to happening abroad.

　　“外界常说什么‘去一次不想去二次是(因)治安，去一次想去二次是(想)作乐，这就是东莞。’其实，这些都是恶意把东莞妖魔化！”网友“难得糊涂”愤而跟帖写道，“还有人炮制了好男人的十大标准，最后一条居然是‘爱老婆就不要去东莞’。用‘性都’来暗指东莞的色情服务，用‘东方斯巴达’来暗指东莞的治安不好，为什么大家总喜欢往东莞头上扣屎盆子？为什么总是将不好的事情移植到东莞来？”

"Outsiders often say‘Go to a don't want to go to the second is(Due to the)Public security,Go to a want to go to the second is(Would like to)Make merry,This is dongguan.’In fact,These are malicious demonized the dongguan!"Net friend"A rare confused"Angry comments wrote,"Others made the ten standards of good man,Last one was‘Love wife, do not have to go to dongguan’.use‘Sex is’To allude to the dongguan erotic services,use‘Oriental Sparta’To allude to the dongguan public security is not good,Why do people always like to dongguan head buckle lavatory?Why bad things always will be ported to dongguan?"

　　

低调不善沟通 Low profile is not good communication

　　致使外界理解片面 Due to the outside world understand one-sided

　　对于东莞的城市形象宣传，中国社会科学院财经战略研究所副研究员、中国人民大学中国市场营销研究中心副主任刘彦平指出，目前东莞正处在转型升级阶段，城市形象应该二次定位和提升，要把品牌经济战略提上日程，通过拍摄形象宣传短片等方式，用一二十年的时间打造一个属于自己的大品牌，以此来提升城市形象。

In dongguan city image promotion,The Chinese academy of social sciences institute for strategic studies, associate professor of finance and economics/China marketing research center, renmin university of China, deputy director of the LiuYanPing pointed out,Dongguan is now in the phase of transformation and upgrading,The image of the city should be secondary positioning and promotion,To make the brand economic strategy on the agenda,By photographing image propaganda film, etc,With one hundred and twenty years time to build a belong to their own brands,In order to improve the image of the city.

　　清华大学城市品牌研究室范红教授则认为：“东莞有着低调的文化，不善于和外界沟通，以致外界对东莞城市形象的理解普遍是片面的、不完整的。成功的城市品牌形象，等同于城市的‘金字招牌’，因此东莞的城市形象传播，要将硬性传播和软性传播相结合，硬性传播首先要做好城市建设，让传播真正做到言之有物；而软性传播则需要策划，通过形象宣传短片等方式与城市营销相结合，让东莞的城市形象从对内和对外两方面得到提升。”

Professor at tsinghua university in Beijing city brand laboratory Fan Gong argues:"Dongguan has a low-key culture,Not good at communicating with the outside world,So that the outside world's understanding of dongguan city image is one-sided/incomplete.Successful urban brand image,Is equal to city‘signboard’,Dongguan city image communication accordingly,To combine disseminated by hard and soft,Rigid transmission has been the city construction,To spread truly having substance in speech;Flexible transmission requires planning,Through image propaganda film and other ways combined with city marketing,Let the dongguan city image promotion from internal and external two aspects."

　　短片旨在正名 Clips to justify

　　高调进驻高铁站场 High-profile in high-speed field

　　身处产业转型升级大潮中的东莞，也渴望在城市形象上为自身正名。去年9月，东莞市政府新闻办官方微博首发了与探索频道合作摄制的东莞城市形象宣传短片，仅一天时间，相关微博被转发3000多次，宣传片视频点击近3万次。此外，短片还被剪辑成时长15秒的广告短片，于去年10月至12月在全国25家地方电视台、8家地方电视台的《人文发现》栏目以及中央电视台多个重点频道黄金时段播放。

In the tide of industry transformation and upgrading of dongguan,Also eager to on the city's image to its name.In September of last year,Dongguan government information office official microblogs starting the cooperation with the discovery channel made of dongguan city image propaganda film,Only one day,Related weibo was forwarded more than 3000 times,Promotional video click on close to 30000 times.In addition,Video has been edited in 15 seconds long commercials,In October to December 25 local TV stations throughout the country/The eight local TV station[Humanistic found]Multiple key columns and CCTV prime-time broadcast channel.

　　东莞拍摄这个形象宣传短片花了多少钱呢？东莞市委宣传部相关工作人员告诉记者：“这个项目是跟探索频道一起合作的，除了拍摄，还包括短片在全国各地的投放，这是商业秘密，不方便透露。”

Dongguan shooting the image propaganda film spends much of her money?Dongguan municipal party committee propaganda department officials told reporters:"This project is to cooperate with the discovery channel,In addition to the film,Include clips of all over the country,This is business secret,Don't share it.."

　　新年伊始，东莞加大了宣传力度。2月4日至24日，东莞形象宣传广告短片在武广高铁沿线的广州南站、长沙南站和武汉站3个高铁站场以及北京西站候车厅及出入口的近30块大型彩色LED屏上滚动播放，每天播出90次左右。此外，2月14日至27日，广告短片又在北京、广州的50个影院共计379个影厅大银幕上播出。

At the beginning of New Year,Dongguan increased publicity.On February 4 to 24,Dongguan image advertising video in along wuhan-guangzhou high iron to guangzhou south station/Changsha south station and Wu Hanzhan 3 high-speed-train station and Beijing west railway station waiting areas and nearly 30 pieces of large color of the LED screen scroll to broadcast,Broadcast 90 times a day or so.In addition,On February 14 to 27,Advertising film in Beijing again/Guangzhou 50 theaters with 379 screens broadcast on the big screen.

　

　网友大赞“拍得诗情画意” Netizens praised"For poetry"

　　记者登录东莞市政府新闻办官方微博看到，东莞的形象宣传短片分为人文篇和产业篇，时长分别为1分钟。人文篇以初次来东莞的外地游客为主线，通过其所见所闻、所做所想，将可园、篮球文化、虎门炮台等一系列“东莞元素”串联起来，带领观众感受东莞的悠久历史、传统民俗、文化生活以及休闲娱乐等。而在产业篇中，记者看到了韩国三星(东莞)、东莞唯美等六家知名企业负责人的身影，短片通过描述他们在东莞的工作与生活状态，反映东莞产业配套完善、交通快捷便利、宜居生态休闲等方面的优势，宣传推介东莞法治化、国际化的营商环境。

The reporter saw log in dongguan government information office official weibo,Dongguan image propaganda film can be divided into cultural part and industrial part,Of 1 minutes respectively.The humanities in first time to dongguan tourists as the main line,Through its/Do think,Will be able to park/Basketball culture/Humen fort, etc"Dongguan elements"together,Led the audience feel the long history of dongguan/The traditional folk/Cultural life, and entertainment, etc.In the paper industry,Reporters saw the South Korea's samsung(dongguan)/Dongguan, head of the six well-known enterprises such as beautiful figure,Short film by describing their work and life in dongguan,Reflect the dongguan perfect supporting industries/Transport fast and convenient/The advantage of habitable ecological leisure, etc,Promote the dongguan under the rule of law/International business environment.

　　在微博上，网友们纷纷称赞短片“拍得很有诗情画意”、“很有国际大都市范儿”，还有网友说“片子短小精悍，展现出了东莞积极向上的一面，给那些‘唱衰’东莞的人甩了一巴掌。”

On weibo,Netizens praised short film"Was very poetic"/"Is a international metropolis",Another netizen said"Film short,Show the positive side of dongguan,To those who‘doomsayers’Dongguan people dumped a slap."

　　 可园讲解员担纲短片主角 To park the narrator as clips

　　记者发现，整个宣传短片中无一影视明星，选用的演员要么是土生土长的东莞本地人，要么就是在莞生活的新莞人。可园博物馆的讲解员叶韦彤，是黑龙江伊春人，此前没有任何表演经验的她被相中担任了人文篇的女主角。拍摄方工作人员解释：“对于女主角人选，当时曾考虑过邀请名人，但最后决定选择叶韦彤这个在东莞工作生活、了解热爱东莞、真实普通的东莞人来出演，这样可以让人文篇讲述的‘东莞故事’更草根、莞味更浓。”

Reporter found that,The are all film stars in the commercials,Choose actor or a native of dongguan locals,Or live in guan new residents.Ye Wei garden museum announcer tong,Heilongjiang yichun,Had no acting experience she was used as the humanities and the heroine of the story.Party workers to explain:"For the heroine,At that time considered invited celebrities,But in the end decided to choose Ye Wei tong the living and working in dongguan/Understand love in dongguan/The real ordinary dongguan people to play,This can let the human stories about‘Dongguan story’More grassroots/Guan flavour is thicker."

　　“虽然我不是东莞人，但父母这些年一直在东莞做生意，以前读书时寒暑假都会来东莞。2010年大学毕业后，我在可园担任讲解员，现在已拿到了东莞户口，定居在东莞。”叶韦彤笑着说，自己能出演短片挺巧合的，“当时制片人在电视台举行了一次选拔活动，演员却没定下来。后来拍摄组到可园取景时，我被安排做讲解员，制片人觉得我不错，最后决定由我做宣传片的女主角。”

"Although I am not in dongguan,But my parents over the years has been doing business in dongguan,Before the summer and winter vacation during the school will come to dongguan.After graduating from college in 2010,I may in the garden, as the narrator,Now got the dongguan registered permanent residence,Settled in dongguan."Ye Wei tong said with a smile,I can play video quite a coincidence,"When producers held a selection activities in television,Actor didn't decided yet.When later film crew to garden view,I was arranged to do the narrator,Producer think I'm good,Finally decided to do propaganda film heroine by me."

　　谈及宣传片的拍摄过程，叶韦彤用“累并快乐着”来形容，“宣传片拍了五天，基本上每天都要早上4点钟起床、化妆，要走很多地方去取景，晚上12点才收工，基本上每天只能睡三四个小时。”让叶韦彤感动的是，“有一场戏在茶山南社村，群众演员都是当地老人家，我们拍了几个小时，老人家们也不嫌累，都非常配合，这让我觉得东莞人很实在。”

When it comes to video shooting process,Ye Wei tong with"Tired and happy"To describe the,"AD took five days,Basically every day get up at four o 'clock in the morning/makeup,Many places to go to view,12 o 'clock at night to call it a day,Basically can only sleep three or four hours a day."Let Ye Wei tong is moving,"There is a scene in shannan club tea village,Extras are local seniors,We took a few hours,The old man can't have too tired,Are very cooperate,It makes me feel dongguan people honest."

　　拍短片高潮一浪接一浪 Take short wave after wave

　　王志东易建联齐上阵 Wang Zhidong yi qi

　　城市形象宣传短片的成功，让东莞信心倍增。如今，另一部名为《Hello，东莞》的宣传片，也正在拍摄制作当中。据东莞市委宣传部介绍，该片由活力篇、人文篇和梦想篇组成，每个篇章以东莞一个享誉世界的知名人物为主线，串起东莞城市特质的各种元素，把东莞的自然景观、历史文化、经济产业、城市精神、人文风貌等立体地呈现出来，这些名人，包括了莞籍中国工程院院士何镜堂，新浪网首任总裁、莞商王志东，篮球运动员易建联等。

The success of the city image propaganda film,More confident to dongguan.now,Another is called[Hello,dongguan]The AD,Also is under production.According to the dongguan municipal party committee propaganda department,The film by the dynamic/Humanities article and dreams,Each chapter in dongguan, a well-known figure as the main line is famous in the world,String of dongguan city characteristics of various elements,The dongguan natural landscape/History and culture/Economy, trade and industry/City spirit/To show stereo out humanities style, etc,These celebrities,Including the GuanJi He Jingtang academicians from Chinese academy of engineering,Sina's first President/Guan shang Wang Zhidong,Basketball player yi jianlian and so on.

　　为家乡拍摄宣传片，王志东认为责无旁贷。“梦想篇”设定的第一个镜头，就是刚刚开完“东莞产业转型升级研讨会”的他从东莞会议大厦走出来，边走边接受媒体记者访问。由于是本色演出，所以王志东表演得很自然。他说：“除了拍摄城市形象宣传片之外，东莞还可以多利用互联网，不管是正面宣传，还是解决负面问题，都是很好的渠道。”

Special video of my hometown,Wang Zhidong think responsibility."Dream of article"Set the first lens,Just finish"Dongguan seminar industry transformation and upgrading"He walked out of the dongguan conference mansion,Walk while interview with reporters.Because it is ecru,So Wang Zhidong performance very natural.He said:"In addition to film city image promotion,Dongguan can also use the Internet more,Whether it's positive publicity,Or negative solution,Channels are good."

　　

镇街纷纷开拍微电影 Evaluated integratedly to the micro film shooting

　　拍摄城市形象宣传短片，让东莞多个镇街找到了宣传自己的灵感。 City image propaganda film,Let the dongguan multiple evaluated integratedly found its inspiration.

　　洪梅镇目前正在拍摄一个以花灯节为背景的微电影《灯梦奇缘》，该镇有关负责人说，这个10分钟的短片讲述了洪梅镇是如何一步一个脚印成为“中国花灯之乡”的，剧中95%的演员为洪梅镇当地群众，所有片场取景均在洪梅镇内。2月23日，桥头镇也宣布微电影《等你在桥头——情闪花海》在桥头镇迳联村正式开拍，故事以糖果和花新娘为线索，讲述了一段纯真浪漫的爱情故事，莲湖广场、古村落、莫家拳等丰富的桥头旅游元素将在片中得到全面展现。

HongMei town is currently filming a micro movie is set in Lantern Festival[Dream light colors],The town officials said,The 10 minute short film tells the story of how HongMei town become one step at a time"The hometown of Chinese lanterns"the,The 95% of actors HongMei town for local people,All the set point in HongMei town.On February 23,,Qiao tou also announced the micro movie[Waiting for you at the bridge -- love flowers]In qiao tou directly LianCun began filming,Story to candy and flowers for clues to the bride,Tells the story of a pure and romantic love story,Lotus lake square/Ancient villages/Mo home bridge tourism elements, such as boxing will fully show in the film.